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Strategic orientations and mass customisation capability: the moderating effect of product life cycle

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  • Qiang Wang
  • Zhiqiang Wang
  • Xiande Zhao

Abstract

This study examines the influence of three strategic orientations (customer, competitor and innovation) on mass customisation (MC) capability via the organisational learning process known as customisation knowledge utilisation (CKU). The moderating effect of product life cycle (PLC) is also investigated. Using data collected from 204 manufacturers, we show that all three strategic orientations positively contribute to MC capability, both directly and indirectly through CKU. Further, our empirical findings suggest that the effects of customer, competitor and innovation orientation on MC capability are contingent on PLC. The effects of customer orientation on CKU and the effects of competitor orientation on CKU and MC capability are stronger when a product is in the maturity stage of its life cycle, whereas the effect of innovation orientation on CKU and MC capability are stronger in the growth stage. These findings suggest that to effectively improve MC capability, managers need to leverage external and internal orientations at different stages of the PLC.

Suggested Citation

  • Qiang Wang & Zhiqiang Wang & Xiande Zhao, 2015. "Strategic orientations and mass customisation capability: the moderating effect of product life cycle," International Journal of Production Research, Taylor & Francis Journals, vol. 53(17), pages 5278-5295, September.
    • Handle: RePEc:taf:tprsxx:v:53:y:2015:i:17:p:5278-5295
    DOI: 10.1080/00207543.2015.1027012
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    Cited by:

    1. Wang, Qiang & Zhao, Xiande & Voss, Chris, 2016. "Customer orientation and innovation: A comparative study of manufacturing and service firms," International Journal of Production Economics, Elsevier, vol. 171(P2), pages 221-230.
    2. Pakhomova, L., 2016. "Competitive priorities in operations and technology management: Literature review," Working Papers 6448, Graduate School of Management, St. Petersburg State University.
    3. Linder, Christian, 2019. "Customer orientation and operations: The role of manufacturing capabilities in small- and medium-sized enterprises," International Journal of Production Economics, Elsevier, vol. 216(C), pages 105-117.
    4. Krzysztof Borodako & Jadwiga Berbeka & Michał Rudnicki, 2021. "Innovation Orientation in Business Services," Books, Edward Elgar Publishing, number 19897.
    5. Sandrin, Enrico & Trentin, Alessio & Forza, Cipriano, 2018. "Leveraging high-involvement practices to develop mass customization capability: A contingent configurational perspective," International Journal of Production Economics, Elsevier, vol. 196(C), pages 335-345.
    6. Ashish Dwivedi & Sanjoy Kumar Paul, 2022. "A framework for digital supply chains in the era of circular economy: Implications on environmental sustainability," Business Strategy and the Environment, Wiley Blackwell, vol. 31(4), pages 1249-1274, May.
    7. repec:wsi:acsxxx:v:21:y:2019:i:08:n:s1363919619500166 is not listed on IDEAS

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